新兴商业颜色名称研究
发布时间：2018-07-20 16:34
【摘要】：新兴商业颜色名称是指近年来产生的,用来表示产品颜色名称的颜色词或词组,主要是用于面向消费者的商业广告和产品说明。涉及到的时尚商品主要包括手机、随身听、数码相机、汽车、服装和美容、美发用品。它呈现出了与传统颜色名称不同的意义特点和使用特点。对于它的研究还刚刚开始,所以还具有很大的研究空间。 就日前研究的现状来看,以下几个方面还有待进一步深入研究：(1)对这批颜色名称的广告身份意识不足,因而没有从广告设计的角度深入地挖掘商业颜色词产生、流行的原因：(2)对其语码传播的特点重视不够；(3)对其对传统文化的吸收和外来文化的兼容的情况研究不充分。尤其是后现代文化思潮的影响。 本文主要从语言学、广告设计、后现代主义思潮等研究角度考察了新兴商业颜色名称。首先对语料进行语言学视角的梳理、归纳、分类,从语言学的多个角度对新兴商业颜色名称和传统颜色词进行对比分析,总结了新兴商业颜色名称的音节特点、结构特点、类型特点、意义层次等,探讨形成这些特点的原因；重点探讨了新兴颜色名称体现出的人们对色彩主观认知上的三个层次：颜色的视觉特点、颜色生理共感、颜色的抽象联想；探寻新兴颜色名称产生来源,分析了语言接触对新兴商业颜色名称产生和发展的影响；总结了商业颜色名称着力追求的艺术特色：新、奇、虚；从消费文化、审美心理、广告设计的角度出发,分析了商业颜色名称在广告营销中的地位和作用,以及它的设计理念和设计风格。 新兴商业颜色名称是一种新的颜色命名方式,为颜色的表达提供了丰富多彩的同义形式。
[Abstract]:The new business color name refers to the color words or phrases used to express the name of the product in recent years, mainly for consumer oriented commercials and product descriptions. The fashionable items involved mainly include mobile phones, Walkman, digital cameras, cars, clothing and beauty, and hairdressing. It presents the name of the traditional color. The study of different meanings and characteristics has just begun, so there is still much room for research.
As far as the current research status is concerned, the following aspects are still to be further studied: (1) the awareness of the identity of this batch of color names is insufficient, so there is no deep excavation of commercial color words from the perspective of advertising design. (2) not enough attention is given to the characteristics of its code transmission; (3) it is to the traditional culture. The study of compatibility between assimilation and foreign culture is inadequate, especially the influence of post-modern cultural trend.
This article mainly examines the new business color names from the perspectives of linguistics, advertising design and postmodernism. First, we comb, sum up, classify the linguistic perspectives of the corpus, compare and analyze the new business color names and traditional color words from various linguistic perspectives, and summarize the sound of the new business color names. The characteristics, structural features, type characteristics and meaning levels are discussed, and the reasons for the formation of these characteristics are discussed. The emphasis is on the three levels of people's subjective cognition of color: the visual characteristics of color, the common sense of color physiology, the abstract Association of color, the origin of the new color name and the analysis of the language. The impact of contact on the emergence and development of the name of the new business color; summarizes the artistic features of the name of the commercial color: new, strange and virtual. From the angle of consumer culture, aesthetic psychology and advertising design, this paper analyzes the status and role of commercial color name in advertising marketing, as well as its design concept and design style.
The new commercial color name is a new way of color naming, which provides rich and colorful synonyms for the expression of color.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H136
本文编号：2134114
[Abstract]:The new business color name refers to the color words or phrases used to express the name of the product in recent years, mainly for consumer oriented commercials and product descriptions. The fashionable items involved mainly include mobile phones, Walkman, digital cameras, cars, clothing and beauty, and hairdressing. It presents the name of the traditional color. The study of different meanings and characteristics has just begun, so there is still much room for research.
As far as the current research status is concerned, the following aspects are still to be further studied: (1) the awareness of the identity of this batch of color names is insufficient, so there is no deep excavation of commercial color words from the perspective of advertising design. (2) not enough attention is given to the characteristics of its code transmission; (3) it is to the traditional culture. The study of compatibility between assimilation and foreign culture is inadequate, especially the influence of post-modern cultural trend.
This article mainly examines the new business color names from the perspectives of linguistics, advertising design and postmodernism. First, we comb, sum up, classify the linguistic perspectives of the corpus, compare and analyze the new business color names and traditional color words from various linguistic perspectives, and summarize the sound of the new business color names. The characteristics, structural features, type characteristics and meaning levels are discussed, and the reasons for the formation of these characteristics are discussed. The emphasis is on the three levels of people's subjective cognition of color: the visual characteristics of color, the common sense of color physiology, the abstract Association of color, the origin of the new color name and the analysis of the language. The impact of contact on the emergence and development of the name of the new business color; summarizes the artistic features of the name of the commercial color: new, strange and virtual. From the angle of consumer culture, aesthetic psychology and advertising design, this paper analyzes the status and role of commercial color name in advertising marketing, as well as its design concept and design style.
The new commercial color name is a new way of color naming, which provides rich and colorful synonyms for the expression of color.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H136
【引证文献】
相关硕士学位论文 前3条
1 王阿琴;古代动物描写用语研究[D];西南大学;2013年
2 罗娟;古代草部植物描写用语的发展[D];西南大学;2013年
3 段炼;对外汉语“黑”“白”颜色词教学[D];曲阜师范大学;2013年
，本文编号：2134114
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